A Network Agent-Based Model for Moroccan Inbound Tourism: Incorporating Social Influence in the Decision-Making Process

Tourism plays a critical role in Morocco’s economy, supported by its rich cultural heritage and diverse attractions. Understanding the decision-making processes of inbound tourists is essential for enhancing destination appeal and promoting sustainable growth. This paper proposes a network agent-based model for Moroccan inbound tourism, incorporating social factors into tourist decision-making processes. By simulating interactions within a network of agents, the model highlights the role of social influence in shaping tourist behaviors. It provides a comprehensive framework for examining how individual decisions emerge from the interplay between personal preferences and social environments. The paper also explores various scenarios to evaluate the effects of social influence, the promotion of lesser-known destinations and the repercussions of negative reviews. The simulation results offer valuable insights into strategies for sustainable tourism development, emphasizing the importance of leveraging social dynamics to optimize tourism policies and enhance the visitor experience.